China’s Gen Z is rewriting the rules of engagement, and if brands want to stay relevant, their event strategies need to evolve just as fast.
Born between 1995 and 2010, this generation opened our eyes on the transition from analogic to digital: growing up with smartphones and algorithms, they expanded the impact of marketing to social media and online platforms, reshaping the way we plan events.
Here’s how successful brands are capturing Gen Z’s attention in China through platforms like Xiaohongshu (rednote) and Douyin (TikTok China), and what it means for your next activation.
1. Design “Instagrammable” (or rednote-able) Moments
Photo-friendly touchpoints are non-negotiable. Whether it’s a projection-mapped tunnel, interactive art wall, or a perfectly lit pop-up booth (our Porsche Brand Pop-up, as an example), every detail should scream “post me.”
A tip: Co-create moments with local KOLs to ensure your design matches the aesthetics trending on rednote.
2. Merge Online & Offline Seamlessly
Hybrid is no longer a buzzword, it’s a Gen Z expectation. Events must exist beyond the venue, with integrated livestreams, Douyin filters, mini-programs. Another format we love is digital gamification: we’ve led for a few consecutive years the Porsche Esports Challenge China, that attracted many young gamers resulting in an online engagement volume of more than 6 million.
3. Make It Personal, Make It Real
Gen Z craves authenticity. Cookie-cutter campaigns won’t cut it. They want interactive storytelling, local flavor, and raw emotional connection; whether it’s through AI-generated poetry walls or local dialect voiceovers. Check out our exclusive brand experience for SHANG XIA X ST. REGIS, a fusion of shared artistry and exceptional craftmanship.
4. Involve KOCs and Micro-Influencers
Forget celebrity endorsements: Gen Z trusts “someone like me.” Collaborate with Key Opinion Consumers (KOCs) or Key Opinion Leaders (KOLs) to amplify your event with credible voices. Give them creative control and content freedom – exactly what we did on our ‘Go Paris!’ event.
5. Think in Short-Form, Swipeable Content
From teasers to recap videos, your event content must be optimized for vertical, short-form formats. Your campaign narrative should unfold in 15-second chunks that spark curiosity, reward attention, and drive reposts. We’re proudly up-to-date with our brand new rednote account: find us on Xiaohongshu!
Final Thought
To win China’s Gen Z, your event must be part experience, part content engine, part cultural moment. When done right, the payoff is more than reach — it’s relevance.
At VOK DAMS China, we help global brands translate their identity into youth-driven, culturally resonant experiences. Want to reach Gen Z through your next campaign? Let’s talk.